We Believe


We believe in doing diamonds differently.

We believe in having 10 times the selection of a regular jewelry store.

We believe in charging about 30% less that the chain stores.

We believe warranties should be FREE for LIFE.

We believe our warranty should cover your center diamond, as well; even if you LOSE it.

We believe you should be able to request your perfect ring by adding, subtracting, or changing any style elements you want!

We believe in doing FREE maintenance of the ring you bought from us- for LIFE!

We believe that is you bought your diamond from us, you should get 110% of the value when you trade-up.

We believe in carrying practically every style of engagement ring that EXISTS!

We believe in open showcases so that you can pick up and try on as many rings as you want.

We believe low-quality diamonds and poor craftsmanship are NEVER a good value.

We believe love is NOT measured by the carat.

We believe in helping you find the ring or other jewelry you LOVE, not just like.

We believe you should be respected and treated like family.

We believe in old-fashioned, authentic customer service.

We believe in delivering WAY MORE than you pay for.

We believe in doing what is best for you no matter what your budget is.

We believe you deserve full transparency in everything we do.

We believe a diamond is a diamond, whether geological or created.

We believe in giving FREE six-point inspections on your jewelry EVERY time you come in.

We believe in giving FREE lifetime appraisals on anything bought from us valued over $1,000.